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Journal Articles
When Does Humorous Marketing Hurt Brands?
Available to Purchase
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2016) 2 (1): 39–67.
Published: 19 October 2016
...Caleb Warren; A. Peter McGraw Humorous advertisements attract attention and entertain consumers. Nonetheless, attempting humor is risky because consumers may be offended by failed humor attempts. We propose another reason that attempting humor is risky: humorous advertisements can hurt brand...
